What Are We Looking For?
We, well, I, establish and monitor key marketing performance indicators (KPIs), metrics, dimensions, raw data, data collection tags, data quality, transformation processes, how data is stored, shared, and used. Along the way I’m looking for shiny pennies, positive patterns, negative trends, risks, and opportunities.
And then we tell a compelling story via dashboards and reports for weekly, monthly, quarterly, and yearly analysis. Storytelling is done using tools like Salesforce’s Lightning, Oracle’s Eloqua, Google Analytics, Power BI, Excel and Power Query. Of course, we tell our story to anyone that would listen, but mostly to executive audiences and folks responsible for pipeline acceleration.